Sustainability and quality are the strongest trend of all when it comes to the mass market and, what will most likely be the biggest trend for years to come. We already witnessed in the Barnebys report how the "organic" approach has a major impact on buying power, especially among the millennials. It is not just political correctness, it is more a question of how the millennials looks at consumption and have increased their demand for quality over throwaway objects. As ”quality” items can cost large sums on the high street due to expensive materials and long costly manufacturing, the secondary market is tempting younger generations.